There has never been a more important time for creativity. In the experience age, customers expect curated, relevant and hyper-targeted experiences. Despite having more connected devices than ever, they crave human interactions. And ultimately, they yearn for that sense of wonder that comes from connecting with a true and honest insight.
In a time where everything is a screen and the “internet of things” has become the “internet of everything,” it’s become increasingly difficult to break through to consumers in a consistent and meaningful way. Brands that are not able to create emotional connections will disappear. Without a data-driven direct understanding of the customer journey, products and services will be commoditized as data-rich retail with media platforms simply focused on capturing value.
To understand the customer better than anyone – we must do things differently. To innovate, we need to disrupt. Which is why we are proposing a new model, one that enables brand marketers to better know their customers and encourages agencies to refocus on their creative capabilities.